New Look is to offer a higher-priced edgy new brand in its stores that takes its inspiration from fashion and rock ’n’ roll legends.
Idol London will debut in stores this autumn, internationally and in around 50 UK outlets, although the final number is yet to be decided.
The undisclosed co-owners of Idol London – who are said to be key industry figures – are working in partnership with New Look and the fast-fashion retailer does not own the brand. The financial details of the relationship are unclear.
New Look has hyped up the launch of Idol London on its Facebook and Twitter pages, after calling for “exceptionally cool and fashion forward characters” from in and around London to star in a promotional campaign for the new brand.
The ads will feature a Blondie-inspired lead character during a sound-check and live performance of a debut single.
The brand, which is based in Shoreditch, east London, will be positioned with a higher price point than New Look’s core ranges.
A New Look spokesman said the retailer has identified a New Look customer whose idols are the likes of Debbie Harry and other style and music icons.
“Idol girls will be inspired by music and rock ’n’ roll. They will have a passion for fashion and music,” he said. It will be present-ed in stores in the UK, France, Belgium and the Netherlands in a “very un-high street” way, added the spokesman.
He said the move represents a different and unique way of working with a brand for New Look, which operates concessions in its stores and has secured high-profile collaborations with designers and celebrities such as Giles Deacon, Kelly Brook and Lily Allen.
New Look notched up record results in the year to March 28, with total group sales up 14.9 per cent to £1.32bn. UK and Ireland like-for-likes rose 1.4 per cent. EBITDA grew 10.2 per cent to £217.6m.
This month, the retailer will kick-start the relocation of its buying and merchandising functions to central London as part of plans to become a global fashion retailer.